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A Research Agenda for Brand Management in a New Era of Consumerism
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
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Critical Acclaim
Contributors
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Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.
Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.
Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.
Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.
Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.
Critical Acclaim
‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’
– Susan Fournier, Boston University, US
‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’
– Oriol Iglesias, ESADE Business School, Spain
– Susan Fournier, Boston University, US
‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’
– Oriol Iglesias, ESADE Business School, Spain
Contributors
Contributors include: M. Billur Akdeniz, Daniela Andreini, Beatriz Itzel Cruz-Megchun, Salvador Del Barrio-García, Andreas B. Eisingerich, Yujia Huang, Nicholas Ind, Kevin Kam Fung So, Hyunsu Kim, Ceridwyn King, Samuel Kristal, Charles Aaron Lawry, Zoe Lee, Catarina Lelis, Jing Li, Filip Lievens, Deborah J. MacInnis, Ady Milman, Michela Mingione, Susan Mudambi, Enrique Murillo, C. Whan Park, María Eugenia Rodríguez-López, Álvaro J. Rojas-Lamorena, Gordhan K. Saini, Mukta Srivastava, M. Berk Talay, Asli D.A. Tasci, Janell D. Townsend, Cleopatra Veloutsou, Lina Xiong, Lia Zarantonello
